sc digest
Dec. 1, 2023
Supply Chain Digest Flagship Newsletter


Featured Sponsor




This Week in SCDigest

bullet The 3 V's - and A's - of Supply Chain bullet SCDigest On-Target e-Magazine
bullet Supply Chain Graphic & by the Numbers for the Week bullet New Stock Index

New Chain Cartoon Caption Contest!

bullet Trivia      bullet Feedback
bullet New Expert Column bullet On Demand Videocasts
first thought


Supply Chain Graphic
of the Week


CO2 Reduction Targets by G20 Country


Supply Chain by the Numbers

Walmart Making Late Evening Deliveries
Auto Workers Want Big Raise, Threaten Strike
Ocean Container Volumes Remain Weak
Diesel Prices Spiking Again


Show Us Your Supply Chain Wit

Expert Insight

Supply Chain Technology Is Changing The Way SMBs Compete

Real-Time Visibility Into Inventory Levels, Order Status, and Shipment Tracking Enables SMBs to Monitor and Manage Their Supply Chains More Effectively


Sam Polakoff
Founder and CEO


Read Now

Cloudy Outlook but With a Glimmer of Optimism

Expectations of Lower Import Demand for the Rest of the Year and Retailer Cautiousness Will not Bode Well for the Last Mile


Jay Kent
Managing Director
SLB Performance


Read Now

How can a WMS be used for your Micro-Fulfillment Center?

 This Week's SCDigest OnTarget Newsletter

Cartoon, Top SCDigest Stories of the Week


What did the US spend on parcel shipping in 2022?

Answer Found at the
Bottom of the Page


The 3 V's - and A's - of Supply Chain

This is year marks the 25th anniversary of the famous 3V's framework of Visibility, Velocity and Variability from Art Mesher, then a prominent analyst at Gartner. It is among the most influential supply chain research of all time.

With the anniversary of the 3 V's connected to the supply chain innovation awards at the CSCMP Edge conference in Orlando this past September, something clicked: Not only do we have the well-known three V's, which have withstood the text of time. But we also have 3 A's.



A small army of consultants exists to help parcel shippers large and small. Many of those consultants used to work at UPS or FedEx, often in either a sales capacity or in one of the carrier's pricing/revenue management departments.

Send us your
Feedback here


In 2004, Dr. Hau Lee of Stanford University, who earlier gained a measure of fame with his pioneering and highly influential work on "the Bullwhip Effect," published an article on "The Triple A Supply Chain."

And nicely for our purposes here, Lee's piece said that companies need to focus on three attributes, each of which starts with the letter A.


Let's take a look back at this.

The first A is "Agility."


Many companies, Lee said, play off speed against cost, but the winners respond both quickly and cost efficiently.

Of course, this is especially true for the increasing number of industries bedeviled by increasingly shortened product lifecycles, where slowness of response versus rivals can deliver an often fatal blow to the product line or even the entire company.

Lee equated "agility" with being able to respond rapidly to changes in supply, demand, market conditions, etc. It is, in a sense, similar to the notion of "sense and respond" that is increasingly driving the strategies of supply chain leaders.

So how do you improve Agility? Lee offered six principles in 2004:

1. Improve connections with partners to share changes in supply and demand more quickly (harking back to his work previously on the Bullwhip Effect)

2. Improve collaboration with suppliers on product design

3. Increase use of postponement strategies to delay adding value or differentiation as late as possible in the supply chain process

4. "Bulk up" a bit more on small, inexpensive components that often cause supply chain bottlenecks

5. Build more flexibility into logistics systems that can react to disruptions, using third parties as appropriate

6. Build a small team that is skilled in enacting contingency and back-up plans

The second A is "Adaptability": Agility can be thought of as relating to fairly short-time horizons.

Adaptability, on the other hand, has a more strategic orientation, according to Lee.

Leading companies "keep adapting their supply chain networks so they can adjust to changing needs," Lee wrote. "Adaptation can be tough, but it's critical in developing a supply chain that delivers a sustainable advantage."


In addition to short-term fluctuations to supply, demand and product lifecycles, markets themselves are constantly changing, and more rapidly than before, especially with the global economy. The supply chain strategies and networks that once served the company well can soon become obsolete as the market shifts occur.


"The best supply chains identify structural shifts, sometimes before they occur, by capturing the latest data, filtering out noise, and tracking key patterns," Lee says.

Keys to getting there:

• Monitor global supply chain economics more closely
 Outsource more where you can, as outsourcing can allow more rapid adaptation
 Make sure the supply chain impact on new product design is well understood

 Build different supply chains for specific market and product characteristics

The third A is "Alignment": Perhaps the toughest dimension.

"Great firms take care to align the interests of all the firms in their supply chain with their own," Lee wrote. "If any company's interests differ from those of the other organizations in the supply chain, its actions will not maximize the chain's performance."


Learn Why 97% of Supply Chain Professionals are

Turning to RFID - Download New Report Here


That can happen even within a company, of course. Lee said that in one point in the 1990s, HP's chip division went on a very low inventory strategy, which lengthened lead times. That impacted even its own internal customer, the printer division. As a result, the printer division kept high inventories as a buffer, when it would have been less expensive for HP as a whole to keep more chip inventory than the more expensive printers.

Of course, getting this cross-supply chain is not easy and, from my view, not commonly done in any meaningful way. Lee said that failure to reconcile these conflicting interests is a key reason the Vendor Management Inventory (VMI) programs fail to work, when VMI could really be a key strategy to reduce total supply chain costs.


How are the challenges of alignment overcome? First, Lee said, you start with alignment of information, "so that all companies in the supply chain have equal access to forecasts, sales data, and plans."

I will say there has clearly been much progress here in the past two decades.

Second, the "channel master" needs to more clearly define supply chain "identities" - in other words, making very clear the roles and responsibilities of each partner in a way that minimizes conflict.

Third, set up the relationships so that when any one company tries to "maximize returns, they also maximize the supply chain's total performance," Lee wrote. Companies must try to understand and predict how partners will react given current incentives, and make changes to get better alignment to overall supply chain goals.

So there you have it - the 3 A's of supply chain management.

Now the obvious question is, is there any way to combine the 3 A's with the 3V's? Or add another A or V? I believe there is.


Any reaction to this look back at the 3 A's? Let us know your thoughts at the Feedback section below.


See as Web page/Printable Version

On Demand Videocast:

Understanding Distributen

Highlights from the New "Little Book of Distributed Order Management"

In this outstanding Videocast, we'll discuss DOM, based on the new Little Book of Distributed Order Management, written by our two Videocast presenters.

Featuring Dan Gilmore, Editor along with Satish Kumar, VP Client Services, Softeon

Now Availa000ble On Demand

On Demand Videocast:

The Grain Drain: Large-Scale Grain Port Terminal Optimization

The Constraints and Challenges of Planning and Implementing Port Operations

This videocast will provide a walkthrough of two ways to formulate a MIP, present an example port, and discuss port operations.

Featuring Dan Gilmore, Editor along with Dr. Evan Shellshear, Head of Analytics, Biarri.

Now Available On Demand

On Demand Videocast:

A Blueprint for WMS Implementation Success

If You Want a Successful WMS Project, You will Find the Blueprint in this Excellent Broadcast

This videocast lays out the keys to ensuring your WMS implementation goes smoothly, involves minimal pain, and accelerates time to value.

Featuring Dan Gilmore, Editor along with Todd Kovi of Radix Consulting and Dinesh Dongre of Softeon.

Now Available On Demand


Feedback will return next week.

What did the US spend on parcel shipping in 2022?

A: $217 billion, according to CSCMP's 2023 State of Logistics Report